Abstract
All nations possess various assets that create an image of national and cultural identity to the public abroad.This image can produce either attraction or repulsion, depending on a range of domestic and internationalfactors. This paper aims to explore the endogenous and exogenous forces involved in the process of nationalimage-making, which, in combination with the context of the international system, creates a specific senseof attractiveness for foreign audiences. The author uses data from the period between 2008-2018 related toMexico to investigate and authenticate the force that has greater explanatory power in understanding theidea of territorial attractiveness embedded in soft power dynamics and public diplomacy.
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